For a 131-year-old, The Hershey Company certainly has an appetite for new technology.
The confectionary company has been rolling out a suite of new activities to support creative development.
In this video interview with Beet.TV, Vinny Rinaldi, VP of media and marketing technology, explains his philosophy.
Innovation imperative
Rinaldi said he believes that the acceleration of creative technology will be one of the most important next steps in the industry, helping companies understand the creative lens, get creative faster, and iterate to consumers in real-time.
But he thinks the industry is at the ground level of where creative technology will start to go, with content at scale, AI-generated content, and systems to bring content to market faster.
- Rinaldi said year-long creative development campaigns will come to fruition in much faster iterations.
- He predicts a push away from keywords as the target lens of search, moving towards rich content that delivers the search experience.
Visible everywhere
Hershey’s media mix is heavily focused on being visible across every major screen.
Rinaldi emphasized that the most important aspect in the next few years will be focusing on the right contextual environments and the content being developed by major publishers.
“You’re seeing brands play a bigger role in how they work with different creators, different shows, movies,” he said.
“(They are) really trying to stand out across the content owners at the end of the day.”
You’re watching “Measurement for a Streaming-First World,” a Beet.TV Leadership Series, presented by EDO. For more videos from this series, please visit this page.
